Pleasant Mattress Rebrands McRoskey Brand

July 26, 2021  by Laurie Northington in Business Strategy, Industry   

The re-branding includes two new cover patterns and distinctive elements designed to stand out on the retail floor as an instantly recognizable, elite brand for the luxury mattress market. The initiative precedes the brand’s first national placement – fittingly – in the original McRoskey San Francisco flagship retail store where it first debuted more than 100 years ago.

“McRoskey is an unrivaled American-made, premium-quality line of mattresses with a rich heritage for which we have aggressive plans to expand to select, high-quality retailers throughout the country,” said Rion Morgenstern, CEO of Pleasant Mattress. “The new design further elevates its look – while paying homage to its roots – with meticulous attention to detail in its cover design, tufting and labeling.”

Morgenstern added that the upscale visual aesthetic was designed to set McRoskey apart from other luxury brands, particularly those made abroad. “With a level of detail that represents our personal connection to the brand and conveys the exacting level of quality our customers expect from us, the re-branded line will resonate with today’s luxury consumer as an iconic, made in the USA brand that stands for the ultimate in hand craftsmanship.”

Robin Azevedo, third generation McRoskey family member and owner of the flagship McRoskey retail store will be the first retailer to floor the new model in its showroom. “Pleasant Mattress saw an opportunity to grow the McRoskey brand nationally as an artfully crafted, American-made, premium quality brand,” said Azevedo. “To have it redesigned with a modern aesthetic and placed right here in San Francisco – where it all began – as the first leg of its national journey is exciting and I’m looking forward to watching the brand continue to grow.”

The new look of McRoskey was created through a partnership with fabric experts from the top premier global mills in the U.S. The refined ticking is a proprietary pattern that aligns perfectly on every mattress to maintain a standard of excellence for which the brand stands. The two fabrics include Framing Fog and Timeless Tartan, each in soothing shades of blue gray with symmetrical patterns. In addition to the emblematic fabrics, each mattress includes tufted rosettes, flat matte black border airlets and eight handles that seamlessly blend into the iconic pattern. The McRoskey brand logo, made with a classic black leather tag, is expertly stitched into the border.

“When we created the ticking, we sought to create designs that were authentic and true to McRoskey’s San Francisco roots, offering a genuine story for retail sales associates,” said Niki Weber, chief brand officer of Pleasant Mattress. “Framing Fog was inspired by those cozy days in San Fran when the sun gives way to the calming blanket of a slow-moving marine layer. The fabric pattern mimics the soft shadow play so reflective of these foggy days all framed through the perspective of classic Victorian windows, and the blue gray Tartan pattern is as timeless as the Bay area itself. This story-driven branding approach is key to the success of a high-end mattress because luxury consumers are drawn to the narrative behind the products they purchase.” 

Today’s offerings include the Modern and the Classic collections. The Modern features an all-natural construction and is built on a proprietarily designed pocketed-coil system. The Classic is constructed with the tried-and-true McRoskey open-coil system. Each collection is paired with a box-spring available in six-, eight- and 11-inch heights. The Modern collection consists of four models: Pacific Heights, Cole Valley, Hayes Valley and Sunset, each available in gentle or firm comforts. The Classic collection consists of one model, Mission, available in gentle or firm comforts.